At the F8 developer conference, Facebook announced AR Facebook Messenger features to give developers the ability to add interactive augmented reality effects to bots, which has the potential to help to create even more engaging experiences for fans.

Facebook Messenger is already a powerful tool for conversational commerce and this new feature aims to blur the lines between making purchases in the real and virtual world. With the AR camera effects, brands will be able to help consumers easily get feedback and confidently make informed purchasing decisions, all from within the chat application.

The launch of AR camera effects for Facebook Messenger is first launching in a closed beta with partners like ASUS, Kia, Nike and Sephora exploring everything from try-on and customization experiences to product walkthroughs.